It’s more than the fact that it’s a 40-minute blow job contest. It’s a 40-minute blow job contest that begins with an exchange of bows and business cards, and proceeds to respectful pre-blow job discussion featuring “trash-talking” that’s as courteous and polite as a tea party.

The combination of sexual temptation, shame, and competition, framed in a formalized setting, is baffling to Americans — and yet it seems to fit with what we’ve come to view as Japan’s “weird” sexual culture.

In the clip below, a gay bar owner has 40 minutes to make hetero porn star Ryou Sawai see stars—with Sawai actively trying to stay… unenthusiastic.